From conception, the open source Accelerated Mobile Pages Project has had a
clear goal --- to make the mobile web experience better and faster for users.
This extends beyond content to creating a user-first approach to advertising as
well.

To realize this vision, the AMP team created an advertising solution that
follows four core principles:

Faster is better - There is no reason ads in AMP can’t be
as fast as the AMP document itself.

Beautiful matters - Ensure ads in AMP are beautiful and
relevant.

Security is a must - Require all creatives to utilize the
HTTPS protocol.

Ads in AMP are delivered using the amp-ad
component. Using this component you can configure your ads in a number of
ways such as the width, length, layout mode and ad loading strategy. Different
ad networks might allow even more options.

Here is an example of an DoubleClick responsive ad implementation in AMP:

The type attribute informs the amp-ad component which ad platform
to use. In this case we want DoubleClick and therefore the type value is
doubleclick. For above the fold responsive ad implementation please
use layout="fixed-height" instead and limit the ad height so users
will get a fast loading content-focused experience from the very start.

Any attributes starting with data- in amp-ad are ad
platform-specific attributes, including the data-slot attribute in
the snippet above. Each ad platform will have different attributes available to
configure. For example, compare the above DoubleClick example with another AMP
ad example that uses the Rubicon platform:

For more amp-ad implementation examples, please check out AMP By Example. You can also check out the amp-ad documentation for the complete list of
supported ad networks and their configuration semantics.

The team is also developing newer, better ways to bring the benefits of AMP to
the ads ecosystem with initiatives like AMP for
Ads and AMP Ad Landing Pages. These
solutions will enable advertisers to design creatives and ad landing pages that
are more consistent with the AMP experience publishers are bringing to users. We
believe this will bring us closer to the goal of making the entire mobile web
experience faster and better for everybody.